Retorisk fortolkning og adfærdsinterventioner

En tværfaglig analyse af Sundhedsstyrelsens coronavirusplakat

  • Adrian Skov University of Copenhagen
Keywords: Behavioural psychology, Rhetoric, Ethos, Health communication, Strategic communication, Rhetorical interpretation, Multi modality

Abstract

In this interdisciplinary article, I discuss the rhetorical effectiveness of an informational poster, part of the substantial intervention to stop the spread of the coronavirus by the Danish health authorities. I draw on one of the leading theories within the study of health communication campaigns as a frame of reference in discussions of behavioural intention, namely the Reasoned Action Approach (RAA). To properly grasp the intentional and strategic language uses embedded into the poster, I supplement RAA with rhetorical interpretation, with which I construct an analytical framework regarding stance and engagement, supplemented multimodal, social semiotic typology. Following the analysis, I discuss the individualistic biases embedded into both the RAA and the poster itself, provide suggested improvement to the theoretical approach, and finally I discuss the commensurability of the paradigmatically different theoretical approaches of behavioural psychology and rhetorical analysis.

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Published
2020-12-15
How to Cite
Skov, A. (2020). Retorisk fortolkning og adfærdsinterventioner. Journal of Language Works - Sprogvidenskabeligt Studentertidsskrift, 5(2), 20-35. Retrieved from https://tidsskrift.dk/lwo/article/view/123462